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Question for Insurance Agent generating own leads on Facebook (18)

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I'm an Insurance agent in Texas selling Auto and Home.

My goal is to be the highest producing agent in my area. In order to do that I need to be generating at least 300-500 qualified leads every month.

I know these amount of leads is not much compared to the volume that you guys do but the quality of the leads have to be there.

My target market is Married, Homeowner, Good credit and living Texas.

I just started advertising on Facebook using instapages as my landers with little success.

Any help is appreciated. Is Facebook the right place to be targeting Auto and Home insurance?

Any guides or links that can help get me started.

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Did you look into FB lead ads?
https://www.facebook.com/business/news/lead-ads-launch

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Well, you are competing with a lot of large, well funded, and highly experienced insurance lead generators like allwebleads.com on media channels which are complex and requires 100% attention to optimise.

You probably can get a few leads a month with what you are doing, but unless you really know what you are doing, 500 qualified leads a month is not a really realistic volume target for your situation of a do-it-yourself approach from a zero starting point.

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Yes, I know that its a super competitive niche. it will be tough.

Its the reason I joined this site to get some ideas on how go about it since this is the best affiliate forum.

My thought is that it will be easier since I am only targeting a certain area and not nationally. I just want to make sure that Facebook is what I should put my efforts in to get leads. I have tried Adwords and it was too expensive.

I have to make it work.

I have not looked into Facebook Ad Leads. Im going to look into it right now. Thank you

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How much is each lead worth? What is the Facebook audience size? It's a very expensive demographic.
How are you qualifying leads? phone? double opt in? questionnaire?

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I am not sure I understand the logic here.

Auto insurance is first and foremost, a price driven purchase and (a distant) secondly, a brand driven purchase. It is not a geographic proximity driven purchase.

I would really suggest that instead you buy leads from an aggregator like allwebleads (I have no connection with them whatsoever and I am not endorsing them in any way) or attend a Leadscon conference in Vegas or NYC and find some other suppliers and then test out their leads.

One word of advice, many of aggregators in the US do not work on an exclusive basis. A US insurance lead will get passed onto multiple agents, so speed to contact is CRITICAL for you to make this work.

Basically you need to contact the lead via phone within 1 second of receiving the lead details and ideally try to close them there else some other agent will be contacting them first and you pretty much lose your shot to have a captive closing conversation with the prospect.

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I will be qualifying leads by phone.

My average Auto insurance sale commission is $180.

I used to purchase leads by allwebleads which were shared leads to 5 total agents. It used to be profitable to purchase the leads even though they werent exclusive but unfortunately it is no longer profitable even with a proven system.

I am targeting the suburbs from a very large city in Texas.

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What is the purpose of local-only targeting? I was under the impression the auto insurance could be sorted out online/over the phone/via mail regardless of location in the US. Is there something beneficial about working with a local firm for your target audience vs just registering and processing things online and over the phone with a large, branded company?

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Insurance Agents here in the US are licensed by state. I can only sell to people that reside in Texas.

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@nextlevel have you thought about targeting your local region on search engine ppc ads for call only extensions. Drive calls directly to you ? You could create audiences on facebook for criteria like age or relationship status that may play to significant opportunity. However like others stated your playing in an expensive traffic source for CPL that could make or break your strategy. Think outside of the box.. Good luck

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@nextlevel

Good sir. I spent 5 years working as a marketing analyst for Allstate. I have worked with a few insurance agents in that capacity as far as lead gen goes.

Trust me I understand why you want local leads and why you want to drive local traffic into your office.

For the sake of brevity I will cut to the chase. Unless you have personal expertise, hours in the day, and wallet full of cash. It may prove to be cost prohibitive for you to market for leads directly on FB.

There are other companies you can hire that already have the expertise, you just have to supply the cash. Oh, and those leads are hard to get which is why you are paying so much per lead for a 3rd party company.

What I have seen some agency owners do with GREAT success is not go for the hard sale upfront. They use Facebook to BUILD ENGAGEMENT to their Insurance Agency Facebook Page.
Again for brevity sake... you should have be FACEBOOK friends with your entire existing book of business. On a schedule be sending insurance tidbits, time relevant information, and ongoings of your agency (charitable work, community events, agency employee birthdays etc) You should have all your spheres of influence as FB friends too. Because they don't remember that you "sale insurance". How many times have you had someone you know buy a policy from another agent...and then tell you "hey I didn't remember you sold insurance?". So FB is just a way to gently remind everyone that you sale insurance......

FB is the LONG PLAY for you.... not a quick hit for sales unless you have a bag'o cash and expertise to spend on it.

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atlmarketer is right. I normally do not want to discourage anyone, but the idea that OP, you can start from scratch and competitively start generating 500 qualified insurance leads a month on FB and do so at a price that allows it to back out for you and while doing this part time is pretty unrealistic in my view.

The fact that you are targeting a special locale will actually not serve as a meaningful competitive advantage and can even serve as a disadvantage on FB.

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Thank you guys for being straightforward and answering my questions. I really appreciate it.

It is very important that I succeed in this. It looks like I was very naive on how difficult a niche I am in.

Realistically I can be very successful selling 50 policies a month. I could probably do this by generating 200 leads a month. Cross selling and getting referrals can help close more business.

My company gives a bonus that I typically use for marketing. If I sell 50 policies the bonus can be anywhere from $1500-$2500 which is then used for marketing.

That breaks down to $10/lead.

What platform or strategy would you use if you had to generate 200 leads at $10/lead.

I have not used pay per call t33media. I think that's what you were asking. Is this something that I should be testing.

I'm willing to try anything. I work on my marketing at night and weekends and treat the marketing part as a full time job.

I just don't want to test everything if it has already been tested not to work. Just looking for some type of direction.

Thanks again. You guys are great.

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I think your best bet is to book a ticket for LeadsCon in Vegas next month and try to find some suppliers you can test out.

Like financial services and legal services, insurance is one of the most competitive advertising industry segments online, where the cost per click (yes, click, not cost per lead) can be higher than $50.

Unless you really know what you are doing, and have a small army of media buyers and econometrics grads and statistics PhDs on your team, I think you will find it very difficult and costly to try to compete on the online lead generation side at any meaningful scale.

If you go the do-it-yourself route, you definitely can try some long tail stuff, and you will pick up a few leads here and there for $10, but this will get you nowhere near the volumes you are looking for.

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Sorry for delay have been in and out of airports last 24 hours, yes you could drive local leads targeting keywords using call only ads where mobile users can click to call a number you place in AD. Downside with google or bing is that your competing with the big boys and it can be costly. However if you niche down like "newly weds" or "teen drivers" you can find certain geos that are less expensive. I have clients that I rep for local lead gen and it comes down to testing. Spending buys you info, dont looks at it as loosing money. Good luck, I am looking forward to hearing what works for you.

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@cmdeal nice illustration

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I have been testing facebook going to a landing page I made with instapage.

The leads go to my CRM pipedrive and autoresponder. I call the leads immediately.

43 leads and I've closed 5. Not the closing rate I want.

Still following up with some. So far positive ROI

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Think bigger too,

You want to be THE guy to go to for insurance. Don't be afraid to extend your reach beyond local, plus friends always have friends that could be living near you. You can run ads to friends / friends of friends for cheap. So if you're building a following and begin friending all of these people that can start to pay off despite it being untargeted. Maybe run a sweepstakes too or something (;


But I'm NOT familiar with facebook all that well it's just from reading up on viperchill's blog.

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